Our newest social marketing campaign aims to increase consumer demand for qualified interpreters in the healthcare sector.
Background
Research findings
Strategy & resources
Evaluation
Advisory group
Background
Anecdotal evidence suggests that children often act as unofficial interpreters when parents with low English proficiency have medical appointments. This happens despite the availability of government-funded interpreters which can be accessed by telephone on request.
In June 2010, CEH initiated a social marketing campaign targeting members of the Italian community in Melbourne. This community was selected because it had a large number of members aged 60 and over, and because there were enough qualified Italian interpreters to meet consumer demand.
Research findings
Formative research for the campaign included focus groups with Italian seniors and their adult children (who often served as unofficial interpreters). Research aimed to determine:
- what people in Melbourne's Italian community knew about interpreters
- whether people were aware they could request qualified interpreters at health appointments
- reasons why family members were used as unofficial interpreters
- suitable messages and strategies to increase requests for interpreters
A number of significant findings emerged from the research:
- Italian seniors had a limited understanding of the role of qualified interpreters.
- Italian seniors wanted their children present at health appointments, to provide support.
- The adult children of Italian seniors wanted to be present at their parents' health appointments. They used their role as interpreters to control the information that their parents received from the doctor. Information was sometimes withheld or edited if they felt it was inappropriate for their parents.
- Children sometimes found it difficult to accurately interpret medical information.
- Both parents and children were unaware that interpreters were provided free of charge, or that they had the right to request a qualified interpreter.
- Radio was seen as an important medium to reach Italian seniors. A number of seniors also belonged to Italian social clubs.
Strategy and resources
CEH developed a series of radio community service announcements (CSAs) promoting the availability and benefits of qualified interpreters. The CSAs were focus-tested with another group of Italian seniors, and refined accordingly.
The key message for all CSAs was: ‘Your health is too important for misunderstandings'.
The CSAs were broadcast on the community radio station Rete Italia and on SBS Radio's Italian program, 70 times over a five-week period. Three separate CSAs were recorded:
What is an interpreter?
An explanation of the purpose and benefits of a qualified interpreter.
Listen to advertisement by clicking the 'play' button.
Read script (English and Italian)
Interpreters and family members
A young woman persuades her mother to use a qualified interpreter when they see the doctor together.
Listen to advertisement by clicking the 'play' button.
Read script (English and Italian)
Role of a telephone interpreter
How to use a telephone interpreter
Listen to advertisement by clicking the 'play' button.
Read script (English and Italian)
Brochure
CEH also met and spoke with the presidents of several Italian seniors' clubs, to enlist their support for the campaign. A brochure explaining the use of interpreters was distributed to each club via the president.
Download brochure (PDF)
Evaluation
Evaluation will be completed in November, and the outcomes will be reported here in early December.
Advisory Group
The campaign was guided by an advisory group that included Co.As.It, Victorian Multicultural Commission, Department of Human Services, Ethnic Communities' Council of Victoria and four interpreter agencies.